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Werner Co. Unveils New Corporate Mark As A Result of Acquisition

Feb 25, 2013
Industry Leading Brands Provide Comprehensive Offering to the Professional Channel

Greenville, PA, November 5, 2012 – Werner Co. unveiled the company’s new corporate mark today, which includes a new logo, positioning statement and family of products for the professional channel. With the recent acquisition of Knaack in September 2012, Werner’s comprehensive market strategy and product portfolio now offers a wider selection of brands professionals trust, all from one reliable source.

“When you look almost anywhere work is done, you’ll find Werner Co. brands providing protection and performance for workers, their assets and their vehicles”, said Chris Filardi, Vice President of Marketing at Werner Co. “Our channel partners and our end-users will benefit from the collective strength of the brands, which now include three leading master brands WERNER®, KNAACK® and WEATHER GUARD®.”

The combination of WERNER®, KNAACK® and WEATHER GUARD® creates a product portfolio that will allow Werner to leverage its manufacturing, distribution, sales and marketing operations while strengthening the product offering within the professional channel.

Werner’s new positioning statement, “Trusted Everywhere Work Gets Done”, is featured at the annual STAFDA conference in Orlando, Florida. Whether it’s off the ground, on their work vehicle or protecting their assets when they are gone, the Werner Co. family of brands is trusted anywhere work gets done.

The new Werner corporate logo and branding materials will be rolled out over the coming year and seen across multiple channels, including the website, tradeshows, partner collateral, and presentations to reinforce the company’s strength and position in the industrial/construction segment.

Different types of ladders are designed to keep you safe and productive when climbing or standing. Using the wrong style of ladder or simply ignoring the limitations of climbing equipment can result in a fall or serious injury.
Height reach Height is referring to the actual ladder height. Extension ladders should be 7 to 10 feet longer than the highest support or contact point, which may be the wall or roof line. The highest standing level is four rungs down from the top. The highest permitted standing level on a stepladder is two steps down from the top.

Reach height is the maximum reach assuming a 5’6” person with a vertical 12” reach.
Ladders are designed to safely hold up to a specific amount of weight. The Werner Performance System defines five different capacities using a color and star rating system. The Duty Rating is defined as the maximum safe load capacity of the ladder. A person’s fully clothed weight plus the weight of any tools and materials that are carried onto the ladder must be less than the load capacity.

Performance system
Werner offers ladder made from fiberglass and aluminum. Each material has characteristics which make it best for certain applications, or one material may simply fit the personal preferences of the user. For example, if working around electricity users should select fiberglass products due to their non-conductive side rails.